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Message Pretesting Using Perceived Effectiveness Measures: Reconsidering the Correlational Evidence

Daniel J. O’Keefe , PhD Owen L. Coon Professor Professor of Argumentation and Debate Department of Communication Studies Northwestern University Perceived message effectiveness (PME) measures have been used in persuasive message pretesting to diagnose differences between messages in actual message effectiveness (AME). This use has often been underwritten by pointing to positive correlations between PME